Today, everywhere we look, there’s bound to be an ad. With an onslaught of obnoxious pop-ups, subtle product placements, and everything in between - it’s a rare moment when we aren’t being told to buy this or download that. It’s no different in mobile advertising. However, ads don’t always have to be annoying. There’s a better way for app developers to communicate to the target audience, a way that engages them on their terms and breaks through the clutter: personalized app marketing. This means delivering the right message, to the right audience, via the right medium, at the right place and time.
To effectively leverage personalized app marketing strategy, first ask yourself the following questions:
1. Are you targeting the right audience?
Does your mobile ad convey a message that speaks to the general audience or is it one that applies only to a particular segment of audience? In marketing, less is more. The fewer messages each user receives, the more powerful each message becomes. To achieve better results, make each message count. First, know who your mobile app’s target audiences are. Then you can target the right users within your wider audience by means of segmentation. For instance, you can divide your users into different segments: new users, returning users, frequent users, users who abandoned the app and send messages according to the specific needs and expectations of each segment. Make each message relevant to whom it's being relay to.
2. Is your message relevant to your target audience?
Relevant messaging is crucial for successful brand communication. You have to deliver the right message, one that offers value, to your audience if you want to drive brand awareness, engagement, and loyalty. In order to craft the right messages, you need to know your audience inside out. The next step is finding out which message resonates with your audience. How? There are various ways of reaching out to the audience and asking them for information. You can do it via in-app surveys, feedback forms, 1:1 messaging, etc. After you have collected enough data, you can target each audience segment with more relevant messages.
3. Are you delivering your ad at the right time and frequency?
The timing and frequency of the ad is of great importance. It needs to be well-timed so that you don’t interrupt the audience’s user experience. Keep their privacy in mind. Do it in a friendly way and on their own terms. Plan when you want each audience segment to see your ad and let them choose if they want to receive your ads. Last but not least, don’t overwhelm them with multiple ads in a short time period.
If you have answered “yes” to three questions above, you are on the right path to leveraging personalized app marketing strategy. Keep it up!
To learn more about how Aarki can help you with your mobile app advertising, please contact us at firstname.lastname@example.org.